Designed and managed all performance marketing measures
SEO (technical, content & active link building)
SEA (management and implementation of Google Ads and LinkedIn Ads campaigns)
Designed & managed content marketing, UX optimization, conversion maximization for B2B
Created landing pages (WordPress)
Set up and regularly analyzed Google Analytics
Set up tracking for all channels (performance marketing, email marketing, offline measures)
Feb 2018 - Dec 2022
4 years 11 months
Braunschweig, Germany
Product Digitization, SEO, SEA, SEM, Content and UX Optimization for Volkswagen Financial Services, Volkswagen, Audi, Skoda
Volkswagen Financial Services
Set up, managed and optimized cross-channel campaigns
Managed performance marketing budgets for the European market
Requirement management for product management and web development teams
Monitored all key KPIs for SEO, SEA, SEM
Web analytics tracking via Adobe Tag Manager
Optimized content, UX, performance, Google Ads ads
Independently built landing pages and content pages via Adobe Experience Cloud
Set up interactive website features with developers
Organized & conducted UX tests
Created web analytics dashboards in Adobe Analytics
Supported website relaunches of vw.de and skoda.de
Supported production of product explainer videos
Managed online marketing agencies
Sep 2016 - Sep 2017
1 year 1 month
Berlin, Germany
SEO for the portals
HRS - Hotel Reservation Service
Introduced Searchmetrics Business Suite (as beta tester of new Content Suite)
Monitored all key SEO KPIs
Created comprehensive and scalable keyword set for monitoring, reporting and testing relaunches
Produced weekly and monthly reports with analysis and action recommendations
Monitored, tracked and optimized all technical SEO factors, implementing necessary measures with developers
Planned, prepared and executed relaunch of hotel.de and hotel.info (international, 7 languages): platform switch, wrote developer guides, project support via Kanban and JIRA, domain switches, URL redirection management
Created concept to optimize internal linking structure
Developed content concept and strategy; wrote SEO briefs for copywriters
Independently created landing pages in the in-house CMS
Aug 2015 - Apr 2016
9 months
Plochingen, Germany
Social Media Consulting
Decathlon Sportspezialvertriebs GmbH
Created communication strategy for YouTube channel
Defined and implemented optimization measures for YouTube as video platform, search engine and social network
Planned and executed social media campaigns on YouTube in close coordination with Facebook, Twitter and Google Plus managers
Monthly reporting including regular meetings with in-house SEO, social media and marketing teams
Jul 2015 - Oct 2015
4 months
Hilden, Germany
Initial build of international SEO within the newly formed eCommerce department
Qiagen GmbH
Led website relaunch for all necessary SEO measures
Developed and implemented initial SEO concept
Set up a keyword database
Created content concept for technical content writers
Conducted SEO training for technical content writers
Identified all technical optimization potentials and implemented needed measures with programming team
Managed external service providers/agencies
Monitored and reported all relevant KPIs (Searchmetrics and Adobe Omniture suites)
Created landing pages in Adobe Omniture Suite
Reported regularly to department head
Project language English
Oct 2014 - Aug 2017
2 years 11 months
Risch-Rotkreuz, Switzerland
SEO for 6 country online shops of ARP Holding (arp.de; CH, DE, AT, FR, NL, BE)
ARP Holding
Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
Monthly reporting
Controlled all important SEO KPIs
Keyword and content optimization (design, advice, monitoring, execution)
On-page optimization (design, advice, monitoring)
Internal and external link management (analysis, design, monitoring)
Developed short-, mid-, long-term SEO strategies with detailed action plans for in-house technical SEO, marketing and tech teams
Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Sep 2014 - Aug 2017
3 years
Neckarsulm, Germany
SEO for 7 country online shops of Bechtle AG (shop.bechtle.de; DE, AT, CH, GB, ES, FR, IT)
Bechtle AG
Continuous analysis of key KPIs
Monthly reporting and weekly meetings with in-house technical SEO and marketing teams
On-page optimization (design, advice, monitoring)
Keyword and content optimization (design, advice, monitoring, execution)
Internal and external link management (analysis, design, monitoring)
Developed SEO strategy concepts for short-, mid- and long-term with detailed action plans for technical SEO, marketing and tech teams
Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Aug 2014 - Aug 2017
3 years 1 month
Amsterdam, Netherlands
SEO Consulting
Buyitdirect
SEO KPI monitoring
Monthly reporting and meetings with in-house SEO leads
SEO training and knowledge transfer for in-house SEO leads
On-page optimization (design, advice, monitoring)
Keyword and content optimization (design, advice, monitoring, execution)
Internal and external link management (analysis, design, monitoring)
Developed short-, mid-, long-term SEO strategies with detailed action plans for technical SEO, marketing and tech teams
Off-page optimization including online PR, blog marketing link building, social media, social advertising & SEA (SEA budget <€1,000)
Improved organic Google ranking
Facebook marketing via fan page and ad campaigns
Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Web development:
Programmed and designed the blog [link] on WordPress framework
Custom template following existing shop design [link]
Installed and maintained security features for anti-spam and anti-hacking
Technical optimization of web shop [link] on Magento (updates, maintenance)
Configured interface to in-house ERP
Jan 2011 - Mar 2013
1 year 3 months
Wiesbaden, Germany
Consultant for Communication Strategy, Online Marketing, and Web Development (white label via project agency)
BMW Autohaus Krah & Enders
White-label work via project agency for BMW Autohaus Krah & Enders locations: Fulda, Wiesbaden, Mainz, Mainz-Kastel, Maintal, Schlüchtern, Eschwege, Hünfeld, Bad Hersfeld
Developed communication strategy balancing brand (BMW), dealer (Krah & Enders) and local online marketing with sales and marketing teams
SEO and SEM:
Conducted one full-day and one half-day workshop with 20 participants from all locations
Off-page optimization including online PR, link building
Web development:
Created 10 landing pages for Google ranking optimization using HTML5 and CSS3
Monitoring:
Online and offline market monitoring with tools like Talkwalker and Adobe Marketing Cloud
Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Sep 2011 - Dec 2015
3 years 4 months
Munich, Germany
Content Marketing Online & Offline (Consulting, Implementation and Monitoring)
Acxiom Deutschland GmbH
Wrote press releases and newsletter texts
Managed press distribution lists
Provided content and strategic advice on positioning and execution of selected marketing campaigns
Wrote specialized technical texts on products and services
Social media & web monitoring via tools like Talkwalker and Adobe Marketing Cloud
Sep 2011 - Sep 2011
1 month
Alsfeld, Germany
Web Developer and E-Commerce Consultant
Finnsa GmbH
Website and web shop programming, configured interface between shop and in-house ERP, managed e-commerce portfolio with marketing and purchasing; complex customer group management via shop and ERP
Web development:
Programmed and designed company site [link] on Worldsoft CMS
Developed custom templates in HTML5 and CSS3
Programmed webshop [link] on xt-Commerce framework
Developed custom templates in HTML5 and CSS3
Configured interface to in-house ERP
Managed differentiated customer groups with tiered pricing after login
Shop support (updates, interface upkeep, plugin implementation/programming, training of company staff)
Jun 2011 - Jun 2014
3 years 1 month
Erding, Germany
Web Developer and Online Marketing Specialist
Huber Technik GmbH
Web development, SEO, SEM and SEA
Web development:
Programmed site on Worldsoft CMS
Developed custom template in HTML5 and CSS3
Responsive/fluid design for desktop, tablet and smartphone using media queries
Set up and managed website & performance marketing tracking (Google Analytics & eTracker)
SAL de IBIZA:
SEO (technical, content & active link building)
Implemented SEO software platform for all SEO measures
SEA (plan and execute Google Ads campaigns)
Conversion maximization, digital revenue growth B2B and B2C
Created landing pages (PrestaShop)
Set up and managed website & email marketing tracking (Google Analytics)
Other projects:
Lin-Riehl Das Hochzeitshaus: website relaunch support (WordPress, SEO, SEA), SEO strategy, content marketing plan, UX optimization & conversion maximization B2C, landing pages (WordPress)
e-Roller: SEO, SEA, SEM, content marketing, UX optimization, conversion maximization B2C, affiliate; SEO campaign setup & optimization; planned & managed technical SEO relaunch (WordPress); advanced technical SEO development for entire platform; content strategy; UX optimization; introduced professional SEO tool; Google Analytics integration & analysis; ongoing SEA campaign setup & optimization
Jan 2009 - Present
16 years 7 months
Germany
Co-moderator of the XING Regional Forum Rhine-Main
Xing
Co-moderator of the XING Regional Forum Rhine-Main (second largest XING business group in Frankfurt area)
Aug 2003 - Dec 2009
5 years 5 months
Schwalmtal, Germany
Project Manager with Team Responsibility
Umweltdienste Bohn GmbH
IT requirements management including rollout of in-house data collection and management software:
Created requirements profile and aligned with department and management
Researched market and evaluated existing software, reported to department and management
Managed proposals and concepts with selected vendors, valued and facilitated decision process
Project led the rollout
Project management
Quality management (internal and external)
Managed 11 employees
Ensured external communication with clients and suppliers
Coordinated subcontractors and external service providers
Led internal communication
Assisted strategic management
Managed quantity and resource planning
Prepared cost calculations
Reported to executive management
Jul 2002 - Present
23 years 1 month
PR Manager (part-time)
Freelance
Public relations:
Traditional PR (concept, consulting, press releases, media contacts, etc.)
PR in Web 2.0 (custom solutions with modern techniques)
Film production:
Company presentations
Product films
Trade fair films
Web videos
Web management:
Internet presence (concept, consulting, implementation)
Content management systems
Community management
Former Press Spokesperson
Fachverband Forst
Former Leader
Youth Work
Led local groups
Organized and ran overseas trips
Organized and ran seminars
Editor-in-chief of national association magazine
Former Parent Council Member
Daycare Center
Led successful press campaign against daycare closure.
Former Staff Member
Landesbund für Vogelschutz
Public relations.
Alsfeld, Germany
Former Chair of Church Council
Roman Catholic Parish Alsfeld
The church council is a lay committee in German Catholic parishes advising on financial affairs including budgeting.
Germany
Former Press Spokesperson
Association “Schöner Ausblick e.V.”
The association advocates for a socially and environmentally responsible energy transition.
Languages
German
Native
English
Advanced
Education
TU München
Diplom-Forstwirt, focus on wood research · Munich, Germany
Certifications & licenses
Advanced Radio Seminar
Hanns-Seidel-Stiftung
Digital Marketing and Leadership Program
Google / AVADO
Basic TV Journalism Seminar
Hanns-Seidel-Stiftung
Basic Radio Seminar
Hanns-Seidel-Stiftung
Basic Newspaper Seminar
Hanns-Seidel-Stiftung
Press Spokesperson Seminar
Hanns-Seidel-Stiftung
W.I.N. Webmaster Certificate
Worldsoft
W.I.N. eBusiness Consultant Certificate
Worldsoft
W.I.N. eCommerce Consultant Certificate
Worldsoft
Public Relations Certificate
Akademie der Bayerischen Presse
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